99designs Case Study – How Stylecloset Chose Their New Logo Out of 367 Designs
When Australian Rebecca Kenny had her fourth child a few years ago, she thought her working days – and her fun shopping days – were over. Short on time, the former accountant increasingly began buying clothes online and noticed a lot of new businesses were entering the market. If they could do it, why couldn’t she? She knew numbers, she loved fashion, and she had a feeling she could offer something unique and valuable to women who also, like her, relied on the web to fill their closets. In 2011 she launched StyleCloset with a business partner. Since then, the online boutique has morphed from its early days as a high-volume “fast-fashion” shop to a lower-volume, more sophisticated platform offering a broad spectrum of apparel hand-selected by Rebecca and her team. “We previously had a younger, far more commercial focus,” says Kenny. “Now we try to stock the harder- to-find items that seem to get passed by in today’s chain-store blandness.” One of Kenny’s main goals has become to promote smaller fashion designers: “We want to enable great labels to continue doing what they do best.” StyleCloset is a prime example of how an ecommerce company can successfully pivot in its early years. When it came time to align the company’s branding with its new focus, Rebecca and her partner reached out to graphic designer friends for help. The approach simply didn’t work. Giving critical feedback to people they knew and liked was tough, and they realized they needed to see a wide range of design ideas to help them figure out which would work best. “We kept agonizing about what we wanted the new logo to look like,” she says. “We had no technical design ability and had been driving all our designer friends nuts by knocking back their design ideas.” An acquaintance suggested using online graphic design marketplace 99designs, and in March 2012 they launched a design contest. Not only were the duo’s feedback restraints immediately lifted, their imaginations soared. “By running a logo design competition, we were able to give honest feedback to a huge numbers of designers over hundreds of designs…and we didn’t burn any friendships,” recounts Rebecca. “It was great to have a large volume of designers, of varying experience, look at what we already had out in the marketplace, read our design brief, and then come back to us with their visions. We had a great number of hugely different options. ” In the course of running the week-long $299 contest, they gradually identified precisely what they wanted – and what they didn’t want – in a logo. Along the way they looped designers into their latest thoughts through group and private messaging, and honed in on not only on a specific color scheme and font but the key messages they wanted to convey. In the end they received a total of 367 designs from 63 designers all over the world.